Burger King has stopped advertising on its Instagram account for the time being, instead offering space to local restaurants.
With more and more parts of England now being placed in Tier Three of local restrictions, the fast-food giant giant has promised to highlight smaller businesses that are being affected by the restrictions.
So for the foreseeable, BK will be sharing signature dishes from restaurants up and down the country to help them through this tough time.
Announcing the move on its social media channels, a spokesperson for Burger King UK said: "There's more to life than the Whopper.
"There's Roti King, Sultan's Palace, Tayyab's, Eco, Dumplings Legend, Ochi's, Damak, Platzki... In short, there are many great dishes from thousands of restaurants that deserve to be as famous as the Whopper.
They need you more than ever! pic.twitter.com/Nol9sbjK0b
- Burger King (@BurgerKingUK) December 14, 2020
"As we head into Tier Three across more parts of the country, it's clear independent restaurants need all our support.
"So we decided to give you a break from our burger pics and make our Instagram available to all these restaurants.
"Until they can reopen, they can advertise on our Instagram for free."
Burger King added: "Friends from the hospitality industry: if you want us to share your signature dishes on Instagram, post it with #WhopperWithFriends."
Since the chain made the pledge, it has been praised for putting the needs of other, smaller companies ahead of their own profits.
Commenting on Twitter, one user said: "Talk about brands with balls and empathy."
Another echoed these sentiments, writing: "This is really a great gesture, especially during such tough times. You won my heart. Respect x 100. Also, there's an amazing PR team at work."
A third wrote: "Wow that's amazing. Well done."
While another praised: "Well done, what a great way to help support local businesses in need."
This comes after the UK government announced that London and parts of Essex - Basildon, Brentwood, Harlow, Epping Forest, Castle Point, Rochford, Maldon, Braintree, Chelmsford, Thurrock and Southend-on-Sea - and Hertfordshire will be placed in the top tier this week.
It's understood that the changes will come into effect from 00.01 on Wednesday (16 December).
It means that all pubs and restaurants will be required to close, with spectators no longer allowed to watch sporting events in stadiums.
This will bring the region into line with areas including Greater Manchester, Hull, Newcastle, Birmingham and Wolverhampton.
Speaking in the House of Commons on Monday afternoon to outline the changes, Mr Hancock said it was vital the country didn't let its guard down, especially with a new variant of the disease now on the rise.
He said that the new variant of coronavirus, which has been detected in over 1,000 people, may be the cause for the sudden spike, but assured people that it is not thought to be any more dangerous than the original.